“PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PADA MASYARAKAT KELURAHAN MANDONG TAHUN 2011”

KUSUMA SARI, SRI REJEKI (2011) “PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PADA MASYARAKAT KELURAHAN MANDONG TAHUN 2011”. Masters thesis, Universitas Sebelas Maret.

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    Abstract

    ABSTRAK Sri Rejeki Kusuma Sari. X7407080. PENGARUH BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA PADA MASYARAKAT KELURAHAN MANDONG TAHUN 2011. Skripsi. Surakarta : Fakultas Keguruan dan Ilmu Pendidikan. Universitas Sebelas Maret, 28 Juni 2011. Tujuan penelitian ini adalah : (1) Untuk mengetahui ada tidaknya pengaruh yang signifikan antara brand equity (brand awareness, brand association, perceived quality dan brand loyality) terhadap keputusan pembelian sepeda motor Honda pada masyarakat kelurahan Mandong secara simultan. (2) Untuk mengetahui ada tidaknya pengaruh yang signifikan antara brand equity (brand awareness, brand association, perceived quality dan brand loyality) terhadap keputusan pembelian sepeda motor Honda pada masyarakat kelurahan Mandong secara parsial.. Pada penelitian ini digunakan metode penelitian deskriptif kuantitatif. Populasinya adalah seluruh pengguna sepeda motor merek Honda pada masyarakat kelurahan Mandong. Sampel diambil dengan teknik quota sampling dengan cara accidental sampling. Jumlah sampel pada penelitian ini adalah 76 orang responden. Teknik pengumpulan data yang digunakan adalah teknik kuesioner dengan skala likert dan dokumentasi. Teknik analisis data yang digunakan adalah analisis regresi berganda. Berdasarkan hasil penelitian dapat disimpulkan : (1) terdapat pengaruh secara simultan antara brand equity equity (brand awareness, brand association, perceived quality dan brand loyalty) terhadap keputusan pembelian hal ini tercermin dari hasil uji F diperoleh nilai probabilitas sebesar 0,000. Karena nilai probabilitas (0,000) lebih kecil dari 0,05, maka Ho ditolak.(2) Hasil perhitungan data uji t untuk variabel brand awareness dengan tingkat signifikan 0,018, variabel brand association dengan tingkat signifikasi 0,015, variabel perceived quality dengan tingkat signifikan 0,007 dan variabel brand loyalty dengan tingkat signifikan 0,000. Oleh karena probabilitas (brand awareness, brand association, perceived quality dan brand loyalty) lebih kecil dari 0,05 maka dapat dikemukakan bahwa variabel brand awarenes, brand association, perceived quality dan brand loyalty berpengaruh secara parsial terhadap keputusan konsumen dan variabel Brand Loyalty memberikan pengaruh yang terbesar terhadap keputusan pembelian karena memiliki koefisien regresi paling besar diantara variabel-variabel bebas lainnya yaitu sebesar 0,279. ABSTRACT Sri Rejeki K.S. X7407080. THE INFLUENCE OF EQUITY TO THE BUYING DECISION HONDA MOTORCYCLE IN SOCIETY OF MANDONG 2011. Thesis. Surakarta : Teacher Training and Education Faculty Sebelas Maret University, Juny 2011. The purpose of this research are (1) to know are there any influence, both partially or simultaneous between Brand Equity (Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty) to the buying decision Honda motorcycle in society of Mandong 2011. (2) to know the of Brand Equity which has the most dominant influence to the buying decision of Honda. This research uses quantitative descriptive research method. The population are all the users of decision Honda motorcycle in society of mandong 2011. The sample is taken by sampling quota technique with accidental sampling. The quota of sample in this research are 76 respondents. The technique of data collection used is questionaire technique with likert scale and documentation. The data analysis technique used is double regresion analysis. Based on the result of research finding, it can be concluded that : (1) there is simultaneous impact between the of Brand Equity (Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty) to the decision buying Honda motorcycle in society of Mandong. It is reflected in the result obtained by the F test that its probable value is 0,000. Because the probable value (0,000) is smaller than 0,05, then Ho is rejected. (2) The calculation of variable data of brand awareness has a significance level of 0,018, the variable data of brand association has a significance level of 0,015, the variable data of perceived quality has a significance level 0,007 and the variable data of brand loyalty has a significance level of 0.000. Therefore, the probability (brand awareness, brand association, perceived quality and brand loyalty) is smaller than 0,05, it can be argued that the variables brand awareness, brand association, perceived quality and brand loyalty are influence toward the consumer’s purchasing decision partially and Brand Loyalty variable gives the biggest impact to the buying desicion because has the biggest regression coefficient among the other independent variables which is 0,279.

    Item Type: Thesis (Masters)
    Subjects: H Social Sciences > HB Economic Theory
    Divisions: Fakultas Keguruan dan Ilmu Pendidikan > Pendidikan Ekonomi
    Depositing User: Fairly Okta'mal
    Date Deposited: 15 Jul 2013 18:42
    Last Modified: 15 Jul 2013 18:42
    URI: https://eprints.uns.ac.id/id/eprint/4858

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